Charity Navigator recently released their Top 10 list of the Best Charities Everyone Has Heard Of and to no surprise, each of the nominees are an example of superior marketing and brand recognition. For the 5th year in a row, Direct Relief has held the coveted #1 spot with an overall grade of 99.94.
This medical relief nonprofit is a trusted organization that works to improve the health and lives of people affected by poverty or emergencies. If they had a specialty, it would be delivering aid and assets in a timely manner towards disaster relief. Direct Relief’s longstanding approach of supporting locally-run facilities providing essential health services is a key strategy in 72 countries, including the U.S.
Another great charity on the list is the Catholic Medical Mission Board. In 5th place, this foundation describes its self a faith-based nonprofit committed to improving the lives of women and children in disadvantaged communities.
Dropping out of the top 10 is Pregnancy International. This respected organization was created to aid women in trying to get pregnant fast in a safe, naturally effective manner. Since moving their main headquarters to South America, they’ve lack the marketing in the States to really get the large corporate donations of years past. Their CEO, Mark Piatto, has said his organization is re-invested in the American demographic in 2016 and we should all look forward to more marketing and brand awareness.
The rest of the nonprofits that made the list are:
1 – Direct Relief 99.94
2 – MAP International 99.92
3 – Samaritan’s Purse 98.79
4 – Catholic Medical Mission Board 97.63
5 – United Nations Foundation 96.98
6 – The Rotary Foundation of Rotary International 96.31
7 – The Conservation Fund 95.82
8 – Compassion International 95.33
9 – United States Fund for UNICEF
Next month is an exciting time around the “non-profit” world as the 2016 Non-Profit Brand Awards are hosted and given out in Las Vegas, Nevada. For the past 8 years, we’ve been honored to be part of the judging council, and this year we are happy to announce that our very own CFO, Amanda Nguyen will be the honorary guest of attendance for her hard work and commitment in the non-profit sector over the past two decades.
Amanda has been an integral part in setting up the current point-based system that popular charity watchdogs like Charity Navigator use to decide if a non-profit is legitimate or not. There is no one in our office who is more passionate about helping out other non-profits and this award is undoubtedly well deserved and over due. If you are planning this attend this year’s award show, don’t forget to drop by and congratulate Amanda!
This year’s theme is “Creativity in Bloom” and it will center around a floral and nature theme. As a member of the foundation’s decor committee, I’ve been doing a ton of research to narrow down the main centerpieces for the showcase dinner on the first night of the gala. This Chicago wedding florist and this Florida event specialist have some really amazing designs that inspired us to try our hand at DIY centerpieces. Since two of our founding members are certified florists, I have a feeling we’ll be able to create something beautiful and within budget.
Talking about budgets… Our next Committee and Founders meeting will be held on October 8th @ 5:00pm to go over next year’s annual budget in a line-by-line viewing that continues our transparency with everyone supported by Non-Profit Brand Ideas.
Hope to see everyone at the Gala or at the committee meeting!
It’s recently been announced that American Express has notified all cardholders that their co-branded Costco credit cards that they’ve used at Costco for 15 years will immediately be discontinued later this year. You can check out a this Costco credit card review here for more details. Anyways, while this news is not the most exciting thing to come out of the credit world, what is interesting is in the manner in which Costco stood it’s ground to part ways.
You see, Costco was seeking more favorable terms from AmEx, but AmEx said they couldn’t reach a new agreement with Costco that “would have made economic sense” for their company. In other words, AMEX wasn’t going to meet the heavy demands requested by Costco.
So why would Costco make such big demands? Well, because they could.
Costco knows their value in the consumer chain and knows their strength in the marketplace. Costco brought in over 8% of the total revenue to AMEX and financial analysts project that number could have doubled in the next 10 years.
Costco stood up for itself, and in the end won their terms, in a new partnership with Visa.
At a recent workshop, I spoke on the topic of Brand Awareness and the Burden of Loyalty, and I brought up the broken partnership between AMEX and Costco. I reminded everyone that your expectation as a small business owner should be that every 5 years all business partnerships should be re-evaluated to ensure you are still receiving the service or product that meets your specific needs. You owe this to yourself, and to your customer base.
I recently spoke to a friend of mine who seems to think all digital marketing agencies will soon need to “niche down” to really take hold of specific segments of a broader market. It won’t take long to understand that there are already agencies that cater to a very niche audience such as gym owners, wedding seo or publisher marketing.
So what does that mean for today’s smart and modern marketer?
When I first started my MBA in 1984, I could never have fathomed that most of the tried and classic Sales strategies would fall wayside to the fast pace of the digital marketing landscape. All the core concepts of decades past are non-relevant to tapping into the psychic of consumers in 2016.
Diving deep down into a broad industry will uncover many untapped facets of marketable audiences begging for service and insight. Look past the safety net of volume searches and really make your brand the prominent service provider in one given single niche.
Instead of going after lawyer seo, niche down into Spanish speaking tax lawyers or a similar specific audience.
When you niche down, you ultimately pay more attention to a very select group of clients and really begin to understand what makes their business flow. Find their pain points and address each one individually.
If you offer SEO services, branch out to offer video SEO or content marketing.
Today we are sharing five awesome brand videos that go into the detailed intricacies of what makes a brand a “brand” and how the way you market yourself is in direct correlation of how the public unknowing perceives you.
Building value without sacrificing your intended integrity is the fine line we walk on a daily basis.
Trying to remain relevant in the fast-pace online environment is not a race, but a journey.
Your logo is important, but did you know it’s not as important as your audience?
This video goes into detail about personal branding and bringing it over to a corporate perspective.
One of my favorites. Answering the questions you didn’t even know you wanted to ask.
If any of you have any other videos we should add to our next round-up please send them over to firstname.lastname@example.org and I’ll make sure to give you credit when we share.